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Advisor: John Sum Team 4 :

7100026114 Ariel7099026110 Stephen

7100026104 Mars

7100026108 Aaron

E-Commerce Website Development Mini-Project

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Introduction of lativ.com.tw

Marketing Strategy

Purchase Process & Website Interface

Business Model & Business Operation

Underlying technologies

Comments

Outline

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IntroductionGuess what is the first suggestion you get

when you type “L” in search engine.

lativ

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Design

MIT

Marketing

Quality

UNIQLO ?

張偉強

Half Price!

Logistics

$168

Background

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Growth of RevenueFound in 2007, the following table shows the growth

of it’s revenue

Year Revenue (billion)

2007 0.012008 0.12009 0.372010 1.5

Source: 商業周刊 第 1201 期 2010-11-29 

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Marketing strategy

1. Half price, same quality

2. Finding depth and extent of customer ‘s need• Collect feedback and display it on website• Observing “User Access log” of the website

3. Key words advertising

User Access Log

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Guest board

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Advertisement

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Advertisement

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Website Interface

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Website InterfaceCategoriesSearch Log in JoinAbout

Check

order

Subscribe e-paper

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Website Interface

Newest Product

Bargains

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Website Interface

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Shopping

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Shopping

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ShoppingSize Chart

Fitting Report

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Payment

Choose payment

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Payment

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Purchase Process

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S U P P L I E R S

C u s t o m e r s

Past

Now

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Target Customers

Simple Family

•    Demographics : Adults, Parents•    Lifestyle : Simple, Fashion•    Needs/desires : High Quality, Fair Price•    Hopes/aspirations : Best quality with lowest price•    Fears/concerns : Poor quality clothing•    Product purchase behavior : Enjoy online shopping Follow new trends

lativ

ProcurementDepartment

Procure materials

R&DDepartment

Design and merchandising

Customer service

Collect feedbackCall service

Product department

Quality control & Monitoring the schedule

Marketing department

Marketing plan

Financial department

Funds & cost management

Human Resource

Recruitment & training

IT department Website development

Logistic department

Warehouse & logistic

planning

Employees: 230

Organization

104 Job Bank(11/26) :Quality manager >30Accountants >30Procurement >30Customer service r > 30Human Resource > 30

From 104 人力銀行 :http://www.104.com.tw/jobbank/joblist/joblist.cfm?jobsource=n104bank&jobact=relevance

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Location: 桃園縣八德市建國路 626 號Cost : 0.4 billion for land, 0.3 billion for

logistics centerFunctions: logistics & office

Logistics outsourcing cost Office rental fee: $ 0

Business Operation- Logistics

天下雜誌 :http://taiwan.cw.com.tw/magazine/location_article9-3.aspx經濟部 :http://gcis.nat.gov.tw/pub/cmpy/cmpyInfoAction.do?method=detail&banNo=16230598#note

104 人力銀行 :http://www.104.com.tw/jobbank/custjob/index.php?r=cust&j=5e4a4425346c3e6948423a1d1d1d1d5f2443a363189j01&jobsource=checkcpage%3D1

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DNS: ns1.miniasp.com – Doggy Digital

Website : Doggy Digital

Server: JCNet Hermes M250 $118,923 (with OS)

Domain name registration cost $800/year (Seednet)

Business Operation- Website infrastructure

From JCNet: http://www.jcnetcorp.com/Public/F911.aspx?NewsCenter_ID=cf09ba93-6cc7-48ad-89d0-211978adbc25&News_ID=59dcd5e1-5750-46c3-ab08-ad357bf61385&NewsType=2

From miniasp.com :http://www.miniasp.com/

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Server environment ?PHP(.php) or ASP.NET (.aspx) ?

What are technologies behind?

http://www.pazzo.com.tw/Shop/index.aspx

http://www.illori.com.tw/index.php

http://www.sofu.com.tw/Category.aspx?ca=1&pid=oeya&member=af000047725

http://www.lativ.com.tw/

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Server

http://url-info.appspot.com/

Microsoft IIS/7.4

MicrosoftASP.NE

T ?

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ASP.NET -cue 1

From 域名入口網站 TWNIC: http://www.twnic.net.tw/newdn/index.php

ASP.NET

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ASP.NET -cue 2

From: 104 人力銀行 http://www.104.com.tw/jobbank/custjob/index.php?r=cust&j=5e4a4425346c3e6948423a1d1d1d1d5f2443a363189j01&jobsource=checkcpage%3D1

ASP.NET

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URL rewriting technology for ASP.NET msdn’s article: ”To shorten those ugly URLs

to meaningful, memorable ones”

http://yoursite.com/info/dispEmployeeInfo.aspx?EmpID=459-099&type=summary

How does lativ hide the original URLs

http://yoursite.com/people/sales/chuck.smith

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Links Analysis https://www.lativ.com.tw/Home/Login---Login https://www.lativ.com.tw/Home/Logout---Logout https://www.lativ.com.tw/Home/Join---Join the member https://www.lativ.com.tw/Home/Login?ReturnUrl=%2fMember---Chek order https://www.lativ.com.tw/Home/EPaper---Subscribe the e-paper http://www.lativ.com.tw/Home/NewStyle---The newest style http://www.lativ.com.tw/WOMEN http://www.lativ.com.tw/MEN http://www.lativ.com.tw/KIDS

http://www.lativ.com.tw/Page/member_frequently_asked_questions http://www.lativ.com.tw/Page/Abouthttp://www.104.com.tw/jobbank/custjob/index.php?r=cust&j=5e4a4425346c3e6948423a1d1d1d1d5f2443a363189j01&jobsource=checkcpage%3D1#02

http://www.lativ.com.tw/OnSale/3P198http://www.lativ.com.tw/Detail/03091031

Product PagesPromotion Products

Recruitment Information

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Products

http://www.lativ.com.tw/Detail/03181021http://www.lativ.com.tw/Detail/03181 0 2 1 Produc

t Number

Color

Size

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Why do we look into picture server?Server type? How many ? How do they

store pictures?

Picture server

Microsoft IIS

server

http://i3.lativ.com.tw/i/0306704/0306704_02.jpg

http://i3.lativ.com.tw/i/0306704/0306704_03.jpg

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Picture server-Product 1

Product number

Picture name

4 servers

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Product Number

Promotion Page

Normal Product

Page

Promotion Set

Promotion Pages-Dynamic shopping cart:http://www.lativ.com.tw/OnSale/3P198

Normal Products Pages-Mini Cart: http://www.lativ.com.tw/Detail/03091031

Featured Functions

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Comments

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Guest board -

receive feedback only by “E-mail”

Subscribe news latter –

blocked by Hotmail.com

Customer Service center-

always busy, limited information

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Thank you for listening!

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Lativ ( http://www.lativ.com.tw)From 域名入口網站 TWNIC (http://www.twnic.net.tw/newdn/index.php) 104 人力銀行 (

http://www.104.com.tw/jobbank/custjob/index.php?r=cust&j=5e4a4425346c3e6948423a1d1d1d1d5f2443a363189j01&jobsource=checkcpage%3D1)

URL-info (http://url-info.appspot.com/)

Reference

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天下雜誌第 471 期刊 編輯或記者 盧昭燕 國民服飾 lativ (http://www.cw.com.tw/article/article.action?id=5012702)

商業周刊 網路 4 年暴紅台版 Uniqlo 傳奇 lativ 企業經營案例分享 推薦閱讀(http://www.oyag.com/3034/book)

網路品牌研究所(http://mitbrand.blogspot.com/2011/04/lativ-1.html)

天下雜誌 30 周年 lativ 張偉強　要做就做第一名 作者：盧昭燕(http://taiwan.cw.com.tw/magazine/location_article9-1.aspx) ～ 平價也能出好貨

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Youtube.com(

http://www.youtube.com/watch?v=VnULbD8N9ZQ&feature=related)

Fast Retailing http://www.fastretailing.com/eng/group/strategy/uniqlobusiness.html#biz03

JCNe: http://www.jcnetcorp.com/Public/F911.aspx?NewsCenter_ID=cf09ba93-6cc7-48ad-89d0-211978adbc25&News_ID=59dcd5e1-5750-46c3-ab08-ad357bf61385&NewsType=2